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Navigating the New Marketsphere
Eileen Campbell, Chief Executive Officer, Millward Brown
Jeben Berg, Marketing Programs Creative Innovationist, YouTube
Reinaldo Padua, Assistant Vice President Hispanic Marketing, Coca-Cola
Donna Sturgess, Vice President, Innovation, GlaxoSmithKline Consumer Healthcare
Gordon Wyner, Executive Vice President, Millward Brown
From Segmentation To Consumer Connection
Session Agenda
– Introductions– Snapshot of
emerging consumers:
• Boomers• Millennials• Hispanics
• 40 minutes• 30 minutes
• Q&A • Market View• Overview
• 20 minutes
– Panel moderation with Audience Q&A
Reinaldo Padua, Assistant Vice President Hispanic Marketing, Coca-Cola
Donna Sturgess, Vice President, Innovation, GlaxoSmithKline Consumer Healthcare
Jeben Berg, Marketing Programs Creative Innovationist, YouTube
Eileen Campbell, Chief Executive Officer, Millward Brown
Introductions
On the table…
• Consumer Opportunities – size, spending power, influence– Boomers (20%)
– Hispanics (15%)
– Millennials (20%)
• Challenges the practice of market segmentation– Proliferation of everything
– Good theory, hard to practice
• Marketing resource optimization (more now than ever)– Communications
– Product innovation
– Sales channels
– Organization
• A New Year, New Thinking, New Rules
Boomers: Born 1946-1964
• Redefining retirement • Ageism in advertising• Workforce 'Brain drain'• Silver technology• Aging in place
• Optimism• Self-fulfillment• Inner-directedness• Control
• 77 Million people (25%)• Control more than 70% of our nation's wealth• Estimated spending power of more than $2 trillion• 27% still have children in the home• Less a quarter are retired
• Snapshot • Key Themes
Thought Starters
We wanted to change the world.
• Longevity • Experience-seeking• Civic-mindedness• Idealism
8,630,000 results for boomers
Millennials: Born 1980's & 1990's
• Digital Kids: Smartest
or Not? • Money-dilemma• Boomerang effect• The next "civic"
generation
• Special / Sheltered• Confident• Pressured • Multitasking as a way of life• Optimism
• 79 Million• $200 Billion spending power & growing• 88%: estimated % of household purchases young
adults influence• 15 Hours: Est. time per day spent with media and
communication technology• 45% refer to themselves as non-white
• Snapshot • Key Themes
I want to be able to do
things now. I don't want to
wait.
Sources include: Neil Howe and William Strauss, Outlaw Consulting
• High-expectations• Instant gratification• Spontaneity• Individuality• Civic-minded
526,000 results for millennials
Thought Starters
Hispanics
• Acculturation vs.
Assimilation • English vs. Spanish• New migration• Still an overlooked
market?
• Cultural cohesion • Collectivism• Strong familial ties• High birth rates
• Fastest growing population in the U.S., currently 46
million people• Total Hispanic GDP: $1 Trillion• Will make up 29% of the US population by 2050• 26 years old: Median age of Hispanics• 82% of US Hispanics speak 'some' Spanish at
home
• Snapshot • Key Themes
I don't think I am replacing
my culture, but just learning a new culture.
5,160,000 results for hispanics
• Mobility• Virtuous• Ambitious
Thought Starters
Focus– Explore the
landscape– Classify – Balance the
depth versus breadth
– Find the common ground
Anticipate– What's
Changing?– What's
growing or declining?
– How fast?– What's the
future opportunity?
Expand– Bring back the
human element
– Address the rational and emotional
– Communicate via 5 Senses
Engage – Relevant
content– Relevant
media, touchpoints, and timing
– Enable interactive experiences
Segmentation Connection
From Segmentation To Consumer Connection
Focus– Explore the
landscape– Classify – Balance the
depth versus breadth
– Find the common ground
Anticipate– What's
Changing?– What's
growing or declining?
– How fast?
Expand– Bring back the
human element
– Rational and emotional
– 5 Senses
Engage – Relevant
content– Relevant
media, touchpoints, and timing
– Enable interactive experiences
From Segmentation To Consumer Connection
Segmentation Connection
Focus – Boomer 'Outlook' Segmentation
• Developed by Focalyst, Millward Brown's specialty Boomer practice in October 2008
• Investigated Boomers' mindsets, circumstances, and key trigger events to understand how their response to changing times
• Boomers fell into 3 "outlook" camps
Yesterday Today Tomorrow
Life was better in the 1950's.
We live in exciting times.
Tomorrow will be better than
today.
25% 30% 45%
From Segmentation To Consumer Connection
Focus– Explore the
landscape– Classify – Balance the
depth versus breadth
– Find the common ground
Anticipate– What's
Changing?– What's
growing or declining?
– How fast?
Expand– Bring back the
human element
– Rational and emotional
– 5 Senses
Engage – Relevant
content– Relevant
media, touchpoints, and timing
– Enable interactive experiences
Segmentation Connection
Prioritize• “Dimenzionalize” the Opportunity• Segment the Market• Define Priorities
Reach and Connect• Have the Right Message and the
Right Product, In the Right Place
3 Track Success• Is this making a difference?
2
1
Considerations When Entering Hispanic Market
1PRIORITIZE
“Dimensionalize” the Opportunity
2005 – USM$
DIMENSIONALIZE
Total US Hispanic GDP is about 1 Trillion US$
QUANTIFY
“MULTICULTURAL VIDEO”
1PRIORITIZE
Example: US Multicultural Opportunity
“Dimensionalize” the Opportunity
Segment by Relevant Purchase Predictors
OCCASION BASED SEGMENTATION
One Consumer, Many Products
CONSUMER BASED SEGMENTATION
One Consumer, One Product
1PRIORITIZE
Start Small to Build Strong Foundations
1PRIORITIZE
MARKETS5
MARKETS9
MARKETS15
Start Small to Build Strong Foundations
1PRIORITIZE
Prioritize• “Dimenzionalize” the Opportunity• Segment the Market• Define Priorities
Reach and Connect• Have the Right Message and the
Right Product, In the Right Place
3 Track Success• Is this making a difference?
2
1
Considerations When Entering Hispanic Market
Identify Tensions and Relieve Them
Example: Novelas Program
2REACH & CONNECT
Controls 60% of the volume
IMPORTANCE
Her days are challenging. . . but rewarding
TENSION
Novelas are her escape
CONNECTION
MOM: The Big Picture
2REACH & CONNECT
Prioritize• “Dimenzionalize” the Opportunity• Segment the Market• Define Priorities
Reach and Connect• Have the Right Message and the
Right Product, In the Right Place
3 Track Success• Is this making a difference?
2
1
Considerations When Entering Hispanic Market
3
Triangulate Your Sources of Data
TRACK SUCCESS
A Final Thought About 2009Crises Are Great Times to Build Brands
• Memorable Emotional Situations
• Less Clutter On Media
• Opportunity To Connect
Focus– Explore the
landscape– Classify– Balance the
depth versus breadth
– Find the common ground
Anticipate– What's
Changing?– What's
growing or declining?
– How fast?
Expand– Bring back the
human element
– Rational and emotional
– 5 Senses
Engage – Relevant
content– Relevant
media, touchpoints, and timing
– Enable interactive experiences
From Segmentation To Consumer Connection
Segmentation Connection
Focus– Explore the
landscape– Classify– Balance the
depth versus breadth
– Find the common ground
Anticipate– What's
Changing?– What's
growing or declining?
– How fast?
Expand– Bring back the
human element
– Rational and emotional
– 5 Senses
Engage – Relevant
content– Relevant
media, touchpoints, and timing
– Enable interactive experiences
From Segmentation To Consumer Connection
Segmentation Connection
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